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触觉对于消费至关重要。消费者通过触摸产品或根据产品的触觉线索来制定购买决策;商家根据产品的触觉特征选择零售渠道;产品及包装等的成功设计也离不开触觉线索。但在消费行为研究领域,有关触觉的研究近期才引起学术界的重视。本文将消费行为领域已有的触觉研究分为人际触碰、人物触摸、线上产品不能触摸的弥补策略、消费者传染以及触摸的具身效应五个分支,系统梳理和阐述了每个分支的研究成果及其带来的营销管理启示,并剖析了未来研究方向,以期推动营销学界触觉研究和企业界相关实践的发展。
Tactile is essential for spending. Consumers make purchasing decisions by touching the product or based on the tactile cues of the product; the merchant selects the retail channel based on the tactile characteristics of the product; and the successful design of the product and the package is also inseparable from the tactile cues. However, in the field of consumer behavior research, the research on touch has aroused the academic attention recently. This paper divides the existing tactile studies in the field of consumer behavior into five branches: interpersonal touch, touching figures, remedial strategies that can not be touched by online products, consumer contagion and the contagious effects of touch, and systematically reviews and elaborates on each branch’s Research results and the marketing management implications they bring, and analyzes the future research direction, with a view to promoting tactile research in marketing and the development of business-related practices.